Designing a roastery that also serves as a showroom or café is about more than simply placing a coffee roaster in the corner of a retail space. 

It’s about creating an environment where production and hospitality coexist, allowing customers to see behind the curtain and understand how their coffee becomes the product they know and love.

When done well, these spaces blur the line between roastery and café, inviting guests to experience the process up close while still delivering the comfort and polish of a specialty coffee shop. 

I spoke to Greesha Kagan, the owner of Sputnik Coffee Company, to learn how he worked with IMF Roasters to design his roastery.

You may also like our article on transitioning from small-batch to large-scale roasting.

Why showroom roasteries are becoming more popular

For years, many roasteries operated in hidden warehouses or industrial parks – spaces focused almost entirely on production efficiency. However, as margins become tighter and customer expectations rise, more coffee businesses are seeking ways to differentiate themselves. 

Enter the showroom-style roastery. It’s a model that borrows from other industries – viewing galleries in chocolatiers or large windows in patisseries and Viennoiseries, for example – tapping into the demand for transparency.

Roasting is a fascinating aspect of the coffee supply chain for many consumers; the technical aspect is unfamiliar enough to draw intrigue, but close enough to brewing to connect guests with coffee as they know it. When customers get to see, hear, and smell coffee roasting, it gives them a window into why specialty coffee is worth the higher price. 

Starbucks Reserve roasteries are a case in point. In addition to serving premium coffees and signature drinks, utilising different brewing methods, and offering more attentive service, customers can experience the roasting process up close. 

“Customers want to see the magic,” says Greesha, the co-founder and owner of Sputnik Coffee Company in Chicago, US. The company opened a 2,000-square-foot roastery and café in October 2024, complete with a 60kg-capacity IMF roaster and six white silos visible through a 25-foot glass wall.

“Similar to the TV show How It’s Made, people want to see the process behind the coffee they love,” he adds. “Roasting equipment intrigues curiosity and leads to questions and positive interaction with staff.”

In an era where coffee prices are soaring, offering guests more insight into why it’s worth the price is increasingly necessary. 

“Companies that can show off a clean production facility stand apart from the competition,” Greesha explains.

For many businesses, the showroom model isn’t just about aesthetics; it can also be a smart financial decision. Instead of renting or maintaining two separate spaces (a café and a roasting facility), a hybrid design consolidates both operations under one roof. This means lower rent, fewer utilities, and a streamlined workflow between roasting and serving coffee.

Additionally, green coffee storage, packaging, and wholesale operations can often be integrated into a single building. While this requires careful planning to ensure the space supports efficient workflow, it ultimately minimises overhead and helps a roaster make the most of their footprint. 

As a result, this model generates multiple revenue streams from a single location, including retail drinks and wholesale production. For smaller or mid-sized coffee roasters, the space efficiency can be the difference between making ends meet and maximising funds for future growth. 

Why roastery design needs to match function

The appeal of an open roastery is obvious, but building one is far from simple. Unlike a warehouse roastery, showroom spaces must be designed with both the customer and the roaster in mind. Every decision – from layout to lighting – must strike a balance between the efficiency of production and the customer experience.

One of the primary considerations is maintaining the balance between aesthetics and functionality. Not only does the facility need to be able to roast coffee, but it also must serve as a viewing gallery and café.

This can be difficult to achieve; however, coffee shops have been doing this for years, and it’s possible to apply the same intentionality in roasteries. For years, cafés used shelves, storage units, and other available space behind the bar to fit everything in. Modern specialty coffee shops, meanwhile, often think more deeply about storage and build cabinets, shelves, and functional compartments into the design itself. 

Not only are the aesthetics of the space on display, but the roastery employees and systems also become visible to guests. This makes it all the more necessary to implement proper standards for hygiene, detailed processes, and well-functioning systems.

From the business perspective, putting this level of intentionality into the design of a roastery that doubles as a café has clear benefits:

• Transparency builds trust: If you can show someone how you prepare their coffee in a way that showcases pride, they are more likely to keep returning.
• Customers engage more deeply with your brand: The more someone can see into your process, the more they will feel connected to your brand and its values.
• Storytelling opportunities expand: On every corner of a roastery is another opportunity to invite someone into the world of specialty coffee. When used intentionally, this can become a powerful tool for retaining customers. 
• Employees work in a thoughtfully designed environment: Just as baristas benefit from working in visually appealing specialty coffee shops, roastery staff can also experience the same level of intentionality, which is often reflected in their work ethic.

At the same time, challenges come with the territory. Roasteries are industrial spaces – loud, hot, and messy – where chaff flies, beans spill, and boxes pile up. While some equipment is aesthetically pleasing, such as the roaster itself and burlap sacks, other tools are often decidedly not, like plastic totes, heat sealers, and pallet jacks. The hard part is creating a space that looks polished without sacrificing efficiency.

IMF, a manufacturer known for customising roasting equipment and facilities, can help businesses strike this balance. The company will exhibit at booth D24 E23 in hall 18 at HostMilano from 17 to 21 October 2025, showcasing its range of coffee roasters, complete plant services, and innovative roasting and storage solutions.

“The minute we sent out our floor plan, they got to work,” Greesha says. “Their knowledge of requirements, clearances, and working distances enabled our architects to create the ideal space.

“After several phone calls, we had a CAD design that we could fine-tune together. They accommodated every change.”

The result of this type of intentionality is a space that functions as both a café and a production facility – a place where customers can experience the roasting process without feeling overwhelmed.

So what do roasters need to know?

When considering creating a showroom-style roastery, several important distinctions should be factored in during the planning stage compared to a traditional roastery.

Beyond aesthetics, the key is intentionality. Every piece of equipment, workflow element, and design choice has to serve both function and presentation.

Some often-overlooked factors include:

• Cohesive equipment: Old or mismatched equipment should be restored or upgraded.
• Cleanliness: Everything is on display, so there’s no back room to hide equipment in bad condition or disrepair.
• Education: Customers won’t automatically understand what they’re seeing. Labels, signage, or even staff storytelling are crucial.
• Engagement: Can the roasting process be made more interactive, rather than static?

Working with experts like IMF helps avoid costly mistakes. 

“Construction changes are expensive and sometimes impossible to fix,” Greesha explains. “You need a partner with experience to guide you before breaking ground; IMF has installed countless roasters and plants worldwide.”

If you’re considering building one of these spaces, some key starting points include:

• Speak with architects, engineers, builders, and roasting experts from the outset.
• Select equipment that balances both function and aesthetics.
• Design clear sightlines into the roasting space.
• Build in storage solutions to minimise clutter.
• Prioritise airflow, noise control, and safety clearances.
• Consider storytelling through signage, live demos, or guided tastings.

Showroom-style roasteries aren’t just about looking good. They’re also about inviting customers into the coffee supply chain, creating a sense of authenticity.

When executed well, they can transform a roasting plant from a hidden warehouse into a place where consumers can connect more deeply with coffee.

“Anything that brings the customer closer to each batch will bring them back,” Greesha concludes.

Enjoyed this? Then read our article on how to design a complete coffee roasting facility.

Photo credits: Sputnik Coffee Company

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The romantic notion of opening a “passion-project” roastery appeals to many people, both in and outside of the coffee industry. From experiencing the aroma of freshly roasted beans every day to being your own boss, there are many idyllic aspects to running a small roastery.

The reality, however, is more sobering. Fierce competition, high start-up costs, and complex regulations are just some of the hurdles that new business owners will face.

This year is also posing unfamiliar challenges. In February, green coffee prices reached an all-time high of US $4.41/lb, and have remained around US $3/lb ever since. On top of rising operating costs, increasing interest rates, and staggering import tariffs, this means roasters are under more financial pressure than ever.

Marius Nica of Olivo Coffee Culture shares his insight into why now isn’t a good time to open a passion-driven roastery.

You may also like our article on whether roasters should sacrifice margins or raise prices.

Passion helped build specialty coffee, but it’s now not enough

Third wave and specialty coffee culture were built on the desire to “do things differently”.

Many third wave roasteries began as start-ups or passion projects, led by hopeful entrepreneurs wanting to change the coffee industry for the better. Passionate and aspirational café and roastery operators built their brands on craftsmanship, artisanry, quality, and transparency. They advocated for fairer prices for higher-quality coffee and a culinary appreciation of coffee akin to wine and craft beer.

Countering the convenience and “soullessness” of larger chains, third wave coffee shops also offered spaces for consumers to connect with coffee in new ways, creating a sense of community that helped these businesses thrive.

In the earlier days of specialty coffee, millennials considered themselves “cool” for drinking pour over coffee – black, of course – and appreciating its nuanced flavour notes. The passion for excellent coffee was shared between business owners and customers, especially as the prosumer market proliferated and diversified.

As more coffee enthusiasts invested in high-end home espresso machines, premium grinders and manual brewers, and even sample roasters, the idea of starting their own passion-driven coffee shop or roastery became more appealing – and even feasible. Tasting great results at home, many budding home baristas and roasters honed their skills and fuelled their passion for coffee in the hopes of one day running their own business.

This sentiment still persists, as seen on forums like Reddit, where people express interest in starting a small roasting set-up as a side hustle. The romantic idea of opening a roastery still appeals to many people, but the current challenges of the coffee industry expose the reality.

“Passion is the spark. It gets you in the game, but it won’t pay rent, cover green coffee costs, or fix a faulty roaster,” says Marius Nica, the CEO and founder of Olivo Coffee Culture, the first specialty coffee roaster in Transylvania, Romania.

Why 2025 has been a challenging year for specialty coffee

Despite its young age, the specialty coffee industry has grown at a remarkable rate. Specialty coffee consumption recently reached a 14-year high in the US, signalling further maturation of one of the world’s biggest markets for specialty coffee.

Although growth has been consistent, the coffee industry has faced a number of unprecedented challenges this year. 

Green coffee prices hit a record US $4.41/lb in early February and have remained volatile ever since, forcing roasters to rethink their sourcing strategies and product offerings to better manage already tight margins. Operational costs – from milk to packaging to labour to rent – have all increased, while banks have become stricter with loan agreements, which roasters need to cover the costs of large green coffee and equipment purchases.

“Everything costs more in 2025: logistics, green coffee, energy. The volatility of green coffee prices and supply chain logistics has never been seen before,” Marius says.

Sweeping US tariffs are a case in point. President Donald Trump recently hit Brazil – the world’s biggest coffee grower – with staggering 50% import levies, effectively reshaping global coffee trade as exporters and roasters do all they can to avoid such hefty fees.

“On top of this, consumers are more value-conscious,” Marius adds. “Romania is now an EU Schengen country, so consumers have easier access to roasters from across the EU. They can buy roasted beans at better prices with no transport fees in some cases, so suddenly, you have competition from all over Europe.”

Even “big coffee” is under threat. Coca-Cola is “rethinking” its US $5.1bn investment in Costa as sales continue to decline, demonstrating the scale of financial pressure that the coffee industry is now under.

“Passion was key in Romania 11 to 13 years ago when the specialty coffee scene first emerged. But passion without a business plan, without understanding cash flow, logistics, green coffee sourcing, and customer acquisition, is now not enough,” Marius says. “The specialty coffee industry today is very different; it runs on margins, consistency, and trust. 

“If you open a roastery purely on passion, without solid financial planning, operational skills, or market understanding, you’re risking a lot.”

Roasters need to be more business-savvy than ever

In its early days, specialty coffee was a novelty: something new and exciting. Pioneering roasters used this to their advantage, building unique and recognisable brand names that developed loyal followings.

But specialty coffee shops and roasters, once outliers, have become increasingly mainstream in many countries. Brands like Japan’s % Arabica and California’s Reborn Coffee have recently secured millions in investment to fuel international expansion, including in emerging markets.

Market competition is fierce, and the need to build a lasting brand that can weather a number of financial storms is more pertinent than ever. The sobering reality is that operating even a small micro roastery in today’s industry can no longer survive on enthusiasm alone.

“You need a lot more than just passion to be able to open a roastery and make it work,” Marius says. “I’m really passionate about roasting coffee, and coffee in general, but very quickly after I started Olivo Coffee Culture, I realised I needed a team of people who can do all the other things – accounting, sales, marketing, branding, logistics, and training.

“In time, I understood that these aspects of a business are just as important as roasting coffee.”

The “soft” aspects of developing a coffee brand – the look and feel of the business – should certainly remain fun and exciting. But in 2025’s complex economic landscape, a methodological approach is vital for success.

The Specialty Coffee Association estimates that opening a roastery requires roughly US $120,000 in startup capital. This includes costs for equipment like roasters, ventilation, and afterburners, as well as permits and training to ensure consistency.

“Consistency beats creativity. Roasting is repetitive, meticulous work. If you can’t execute the same profile 100 times, you’re not ready,” Marius tells me.

As traditional financing becomes harder to access, more roasters have turned to alternative funding sources. But whichever option they choose, operators need to know how long it will take to receive a return on investment.

“Know your numbers: cost of goods, break-even point, cash flow runway. If you can’t do basic forecasting, get help or don’t start,” Marius says.

Navigating shipping delays, tariffs, and landmark legislation like the EUDR has become a reality for the coffee industry. Effectively, it demonstrates how operating a roastery is about more than simply buying and roasting green coffee, as many passion-driven enthusiasts may believe.

“Sourcing isn’t just about taste; it’s logistics, trust, and timing. Be ready for delays, quality variation, and sourcing risk,” Marius says. “Sales are everything. Roasting great coffee doesn’t guarantee demand, so build sales channels before you fire up the machine. You also need very good marketing and social media.”

Finding ways to channel passion

The specialty coffee industry has matured. After the early days of experimentation and obsession with novelty, roasters are less willing to take risks as they navigate a tougher economic landscape.

Still, passion is a crucial element in entrepreneurship. It provides the drive, motivation, and resilience that owners need to manage the challenges of starting and growing a business.

In today’s uncertain coffee industry, roasters need to find new ways to channel their enthusiasm and fervour.

“Let it fuel your discipline. Passion should drive you to cup more carefully, to source more ethically, to train your baristas better, and to communicate your story with precision,” Marius says.

The coffee industry is also creative, allowing passionate roasters to build their brands for long-term success in new ways. Events like the Global Coffee Awards and Producer & Roaster Forum, for example, give roasters the opportunity to join international networks, develop lasting working relationships with coffee producers, and receive global recognition for their skills and expertise.

Starting a “passion-project” micro roastery is a dream many have. But the current realities of the coffee industry dispel this idealism.

“Passion is your edge when things get hard, but only if you harness it with purpose,” Marius concludes. “Fall in love with systems, with improvement, with the boring parts of the job; that’s how passion survives the grind.”

Enjoyed this? Then read our article on why price volatility means roasters’ priorities are shifting.

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One of the main concerns is the release of volatile compounds and chemicals during the roasting process. While most modern roasteries are required to install extensive ventilation systems, micro-roasters may face a greater risk, as they often operate in smaller spaces without adequate ventilation and infrastructure. 

As this segment of the market grows, it is increasingly important that operators recognise the potential risks associated with roasting coffee and take proactive measures to ensure workplace safety.

This starts with equipment. Poor ventilation, inadequate air filtration, and neglected maintenance can expose employees to toxic emissions, increasing the risk of serious injury.

I spoke with Cree Ou at DiFluid and coffee content creator Daniel Foong to learn more.

You may also like our article on how to create a safe and healthy roastery.

Why is safety so important in a roastery?

Workplace health and safety are critical in any roastery. The work can be strenuous and potentially dangerous if operators don’t properly manage the risks.

Roastery employees handle equipment set at very high temperatures, ranging from 160°C to 220°C (320°F to 428°F). Even brief contact with surfaces above 43°C (109°F) can cause severe burns and injury.

Lack of routine equipment maintenance is another safety culprit. Failing to regularly clean chaff collectors, cooling trays, and air ducts, for instance, can lead to buildup and create fire hazards, putting both people and nearby equipment at risk.

Coffee can easily burn or catch fire if overroasted, so roasters must be attentive and stay diligent with their maintenance tasks. 

Roastery work often involves physically demanding tasks, including lifting heavy sacks of coffee, standing for long hours, and working in hot environments.

Sacks of green coffee weigh anywhere from 50kg to 70kg (110lbs to 154lbs), which is up to three times the safe single-person lifting limit, according to the UK’s government body responsible for workplace safety. Handling injuries account for over a third of all workplace injuries in the UK, underscoring the importance of proper ergonomics and ample support, such as lifting aids.

Roasteries are busy and often crowded spaces, so operators must set up their facility to optimise their workflow and prioritise staff safety – and this is especially important for smaller facilities.

There should be clear pathways, adequate space around machinery, and designated work zones to ensure staff safety. All exits, first aid kits, and fire extinguishers should also be clearly marked and easily accessible.

A lack of proper training can also lead to various safety risks for coffee roasters. Every staff member should know how to operate equipment and understand the importance of using safety devices – like turning on ventilation or wearing masks – to prevent accidents.

What are the health risks of working in a coffee roastery?

The roasting process itself generates carbon emissions and other hazardous gases from fuel combustion. Roasting also releases smoke, odours, fine particles, and volatile organic compounds (VOCs), including diacetyl (2,3-butanedione) and acetyl propionyl (2,3-pentanedione) into the atmosphere. 

These emissions not only contribute to greenhouse gas pollution but can also pose serious long-term health risks if proper safety and health measures aren’t in place. 

“VOCs such as benzene and formaldehyde are highly volatile and can irritate mucous membranes when inhaled, and long-term exposure may result in chronic pharyngitis or rhinitis,” says Cree Ou, a structural engineer at DiFluid, which designs and manufactures tools and technologies for specialty coffee professionals. “These fine particles (≤2.5 µm) can carry toxic substances deep into the respiratory and circulatory systems.”

Prolonged exposure to VOCs and fine particles can cause various health problems, ranging from eye and respiratory irritation to nervous system damage and increased cancer risk.

When inhaled, there is a minimal chance that chemicals such as diacetyl and acetyl propionyl can contribute to a rare lung disease called bronchiolitis obliterans, more commonly known as “popcorn lung”.

“Benzene has been classified by the International Agency for Research on Cancer (IARC) as a Group 1 carcinogen, and long-term exposure can increase the risk of leukemia, such as acute myeloid leukemia,” Cree says. “Formaldehyde and polycyclic aromatic hydrocarbons (PAHs) are associated with an increased risk of cancers such as nasopharyngeal and lung cancer.” 

Traditional roasters that feature open-structure atmospheric drum housings add to these dangers. The burner draws in air and releases emissions directly back into the roasting space. 

Confined roasting environments can also exacerbate this problem.

“Small home roasters like me often think it’s sufficient to open windows, but without a proper ventilation system, we can still potentially inhale and may irritate our lungs or cause respiratory issues in the long run,” says Daniel Foong, a coffee content creator in Australia.

Coffee grinding in production facilities can also produce high levels of diacetyl and carbon monoxide, which can lead to serious respiratory health risks. 

Safety solutions for smaller coffee roasters

Operators have a responsibility to maintain a safe workspace for themselves and their team. A big part of that is minimising exposure to harmful chemicals and health hazards.

Regular equipment maintenance and a clean facility help reduce the risk of smoke and fire. All staff members should also have easy access to safety equipment, including first aid kits, gloves, and dust masks. 

It’s equally important to invest in tools that help reduce exposure to toxic emissions, including ventilation systems and air quality monitors to test the air for VOCs.

However, safety and proper ventilation are often overlooked, especially in smaller roasteries. While large-scale roasteries require complex and energy-heavy ventilation systems, these setups aren’t practical for smaller operations.

“A proper ventilation system is usually bulky or expensive,” says Daniel. “To suit small roasters’ needs, smaller footprint, efficient, and quiet ventilation systems usually work better.”

The DiFluid AirWave, for example, is a modular catalytic air filtration and purification system that offers odour removal, precise temperature control, and 130m³/h suction power for optimised airflow.

“The AirWave is compact and thermally insulated, and it’s designed to efficiently handle exhaust gas from machines roasting up to 1kg of coffee,” says Cree. “This makes it especially suitable for small-scale roasters with limited space and capacity needs.” 

The OmniVision Integration feature adjusts energy use and filtration efficiency, helping lower energy consumption. The AirWave’s fully recyclable metal body also helps reduce maintenance and lowers the equipment’s environmental impact.

How automation is helping roasters prioritise health and safety

Most roasters understand the importance of workplace health and safety. However, with rising operational challenges and tighter margins, it’s not always at the forefront of their priorities.

Newer systems, such as the DiFluid AirWave, utilise smart technology to automate key health and safety tasks, enabling roasters to concentrate on other areas of operations.

“Users can adjust the air speed depending on the roast level,” says Daniel. “This can be done within minutes, so the user can now focus on roasting in a safer environment.”

The AirWave also combines high-temperature decomposition and catalytic purification to optimise air filtration automatically.

“When exhaust gas first enters the heating zone, small-particle-size materials undergo pyrolysis and volatilisation in the high-temperature environment. Larger particles are removed by a pre-positioned physical filter,” Cree explains. “The gas then flows into the catalytic reaction zone, where VOCs are completely oxidised into CO₂ and H₂O on the catalyst surface. 

“Test results show that the removal efficiency for key pollutants such as VOCs can reach up to 99%, significantly reducing emission hazards and ensuring environmental and personnel safety.”

The AirWave also features a 400°C self-cleaning mode that reduces airflow obstructions and can extend the lifespan of the filtration materials by up to 300%.

“The self-cleaning mode uses higher temperatures to clean the internal catalyst, while the system automatically adjusts to optimal airflow,” says Cree. “This allows roasters to operate without worrying about exhaust gas buildup, helping them maintain a healthier and safer workplace with less manual intervention.”

Between the heavy lifting and exposure to hazardous emissions, coffee roasting can be a demanding and tough job. Investing in proper health and safety measures will remain essential for reducing injuries and health risks in roasteries.

As operators continue to face tighter margins, rising costs, and an increasingly long to-do list, there will be an even higher demand for intelligent, automated systems that help them prioritise health and safety without adding to their workload.

Enjoyed this? Then read our article on what roasters need to know about analysing green and roasted coffee.

Photo credits: DiFluid

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In turn, roasters’ margins are tighter than ever, but many continue to look for ways to add value to the products they offer. As some switch to more cost-effective yet high-quality single origins and blends, others are investing in enhanced quality control systems that maintain product consistency and improve operational efficiency.

I spoke with Kacper Ornat and Łukasz Jura at Coffee Machines Sale and Nikolai Fürst at Desarrolladores de Café about why quality control is more important than ever in today’s competitive specialty coffee market.

You may also like our article on why roasters and coffee shops need to strategise menu pricing.

Why coffee prices and business costs are rising

The surge in the C price over the last two years signifies a long overdue change in the coffee industry. Historically low coffee prices have left many farmers unable to cover the costs of production, ultimately affecting their long-term financial security.

In an industry that advocates for higher and fairer prices paid for coffee, record arabica and robusta futures should align with the values of many specialty coffee roasters and importers. At the same time, the entire supply chain feels the impact of rising green coffee costs, reshaping the buying behaviour of many businesses.

The reasons for the historic market highs are complex and interconnected. Brazil and Vietnam, the world’s top two coffee-producing countries, have seen lower yields in their harvests due to climate change and a lack of available land to expand growing areas.

Additionally, logistical challenges, like the temporary suspension of operations at ports in Djibouti (where the majority of Ethiopian coffee exports are processed), have disrupted green coffee sourcing, thereby creating a more competitive marketplace.

Simultaneously, business operating costs are increasing across the board. Energy costs are likely to rise 7% in 2025 in the US, and at similar rates in other regions, while global inflation rates have remained consistently high in a post-pandemic world.

Balancing price with quality

Roasters everywhere now face the difficult decision of balancing price hikes with retaining customers. Business operators have to quickly adapt to find new ways of managing cash flow and tight profit margins while maintaining, or ideally improving, the quality and diversity of their offerings.

“Sustained high coffee prices significantly impact profitability, making it crucial for roasters to ensure every purchased bean contributes positively to their final product,” says Kacper Ornat, the head of sales and marketing at Coffee Machines Sale, a coffee equipment distributor and supplier in Piła, Poland that offers international shipping and global support services.

“As consumers are paying more, coffee is increasingly perceived as a premium product,” he adds. “Therefore, delivering only the highest-quality beans is essential to meet these elevated customer expectations.”

As with all types of premium products, specialty coffee consumers expect a consistent minimum level of quality. Sourcing unique lots of green coffee that meet the baseline quality standards is just the beginning; shipping, roasting, packaging, and brewing are all key parts of the process to ensure a high level of quality is always met.

“When coffee prices remain high, every kilogram of green coffee becomes a more significant investment,” says Łukasz Jura, the sales manager at Coffee Machines Sale, the 2009 World AeroPress Champion, and a World Coffee Roasting Championship head judge. “This increases the financial pressure on roasters, because any inconsistency – whether in roast development, moisture content, or green coffee defects – translates into a bigger risk of financial loss.”

Roasters often operate on slim profit margins, meaning that an additional US $1/lb added to green coffee costs can have huge implications on cash flow. When accounting for factors such as shipping costs, wastage, and weight loss during roasting, the final cost of green coffee often fluctuates from the price initially paid.

Quality control methods in coffee roasteries

Roasters invest time and money in implementing strict quality control procedures across all operations in their roasteries, ranging from optimal roast profile development to proper packaging processes that preserve freshness.

“Quality control is no longer an extra you can offer; it’s a fundamental part of protecting your margins and ensuring customer satisfaction,” Łukasz says. “Tools like moisture meters, roast color analysers, and optical sorters aren’t just about precision – they’re about maximising the value of every bean.

“They help reduce waste, improve repeatability, and allow you to confidently deliver quality, even when raw material costs are at their highest,” he adds. “In short, the more you pay for green coffee, the more you need to protect that investment – and that starts with smart quality control.”

A key step in the quality control process at any roastery is sorting. This is when coffee professionals inspect and separate beans to remove defects, impurities, and foreign objects, ultimately improving the quality and flavour of the final product.

Quakers are some of the most common defects, which are usually the result of subpar coffee plant health or nutrition, or picking underripe cherries.

“Quakers are coffee beans that haven’t matured properly and contain insufficient sugar levels, which results in beans that remain pale or yellowish after roasting,” says Kacper. “Due to their underdevelopment, quakers negatively impact the final cup profile through undesirable flavours, such as grassy, peanut-like, or cereal notes, reducing overall sweetness and balance.”

The number of quakers can vary for several reasons. Natural processed coffees, for instance, are generally found to have higher amounts of quakers per batch compared to washed coffees.

Regardless of processing method, producers can take measures to minimise quaker content in various ways, such as optimising soil health, picking only ripe cherries, and floating them in water tanks.

Why investing in the right equipment is key

According to research from Scott Rao, even one quaker in a cupping sample can reduce cup score by as much as one point, making it essential to remove them.

“Removing quakers through optical sorting is essential for maintaining flavour consistency and ensuring customers consistently receive high-quality coffee,” Kacper says. “When a café fills its grinder hoppers with uniformly brown, high-quality beans, it visibly communicates to customers that only the best coffee is served.”

Traditionally, many roasters discard quakers when identified in the cooling tray. However, removing the majority of them by hand is not only laborious but also inconsistent, which risks a drop in final cup quality.

In turn, most roasters invest in automated equipment to assist the process.

“With green coffee prices elevated, maximising yield without compromising quality becomes essential,” Łukasz tells me. “Instead of downgrading or rejecting batches because of visible defects, the MINI-125 colour sorter allows roasters to precisely remove quakers, discoloured beans, insect-damaged coffee, and other foreign objects.

“This means you retain more usable volume from every bag and reduce the amount of coffee that would otherwise go to waste,” he adds. “At the same time, you protect the consistency of your flavour profiles, which is critical for customer trust, especially with high-end or subscription offerings.”

Small solutions for smaller roasters

When investing in equipment, one challenge for smaller roasters, in particular, is the lack of available space to set up machinery in a way that optimises workflow, which can lead to further issues down the line.

“Since the MINI-125 is compact and purpose-built for small to medium-sized roasteries, it can fit into existing setups without the cost or complexity of larger machines,” Łukasz says. 

The MINI-125 can also process up to 125kg of roasted or 250kg of green coffee per hour, utilising two high-resolution CCD cameras to detect quakers, defective beans, stones, and sticks.

“In today’s market, this kind of precision isn’t just an operational upgrade; it’s a competitive advantage,” Łukasz adds.

Consistency and efficiency are non-negotiable

Designing and implementing quality control processes in a roastery requires a balance of extensive coffee knowledge and high-performing technology. 

“Our green coffee must meet the highest quality standards. For years, we pre-sorted coffee by machine screen size and, in some cases, used a density table prior to manual hand-sorting,” says Nikolai Fürst, the CEO at Desarrolladores de Café, a specialty coffee roaster and education centre in Medellín, Colombia.

“Previously, sorting defective coffees by hand was very slow; we did only 5kg per person per day. But when we met Kacper through Scott Rao, we were impressed by the quality of the MINI-125 colour sorter,” he adds. “We can now process up to 100kg per person per day, representing a 1,900% increase in efficiency.”

However, effective coffee sorting isn’t as simple as investing in high-quality machinery; roasters also need to understand how to use the equipment to achieve the best results. Without the appropriate experience and knowledge, roasters can easily “over-sort” beans (especially lighter-coloured brown ones) and ultimately end up losing money. Calibrating machines can also be complicated, which increases labour costs.

How optical colour sorters work

“Most colour sorters can handle black or red beans, as well as partially black or red beans,” Nikolai explains. Overripe cherries, over-fermentation, or fungal damage can lead to black beans, whereas red coffee beans are often referred to as “sours” or “partial sours,” indicating an issue at the fermentation stage.

“The MINI-125 colour sorter takes it further, sorting and removing insect-damaged beans, which appear as tiny black spots inside the coffee,” Nikolai adds. “It’s also user-friendly; you don’t need years of experience to operate it.

“The process is simple: take a photo of both high-quality and defective beans, let the AI module categorise them, adjust key settings like sensitivity and defect size, press a few buttons, and it’s ready to sort your coffee.”

Additionally, the sorter includes smart technology and machine learning, meaning that it continuously optimises the process to improve consistency and efficiency. 

Nikolai adds that the Coffee Machines Sale team also provides global after-sales support with dedicated technical assistance and training services.

“A few video call sessions with Kacper are enough to become proficient at using the machine,” he says.

The price gap between commodity and specialty-grade coffee is narrower than ever, meaning roasters have an opportunity to highlight their high-quality lots. Marketing and branding can only do so much, though; it ultimately comes down to consistent quality control.

Access to equipment like optical sorters that support those goals has never been better, helping streamline processes, improve efficiency, and increase customer satisfaction – all of which are essential in the current landscape of the coffee industry.

Enjoyed this? Then read our article on how smaller roasters can mitigate risk.

Photo credits: Coffee Machines Sale, Blackbird Coffee

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This focus is often on roasters and coffee shops, which are pushed to find differentiated ways to draw in new customers and retain existing ones. While this is undoubtedly true, coffee equipment manufacturers also need to diversify their product offerings just as much as everyone else in the industry.

Pushing for further equipment innovation not only improves the resilience of specialty coffee but also drives the growth of the market, supporting quality and entrepreneurship.

I spoke to Typhoon Roasters’ CEO Nikolas Krutin and Managing Director Daniil Samsonov to learn how roaster manufacturers are evolving to stay competitive.

You may also like our article on how in-store roasting has evolved.

The growing pressure on coffee businesses to stand out

According to the most recent 2024 National Coffee Data Trends (NCDT) report, 45% of US consumers reported drinking a specialty coffee beverage in the past day – an 80% increase since 2011. Specialty coffee consumption is now bigger than ever before, sparking new opportunities for coffee businesses to expand into a burgeoning market.

While this growth drives innovation and quality, it inevitably makes the industry more competitive. Simply offering high-quality coffee is no longer enough; businesses must differentiate themselves in new ways to attract and retain customers. Whether through unique branding, sustainability efforts, direct trade relationships, or exclusive product offerings, having a clear value proposition is essential. Without it, businesses risk blending into an oversaturated market.

“Standing out isn’t just about branding; it’s also about offering a superior product, optimising efficiency, and leveraging the latest technology to maintain quality at scale,” says Daniil Samsonov, the Managing Director at Czech coffee roaster manufacturer Typhoon Roasters.

Economic uncertainty and volatility have become a new normal for coffee businesses, especially following the pandemic, forcing them to adapt and remain agile. Staff shortages, rising inflation and food costs, and record coffee prices have all presented more hurdles to navigate, and there are no signs of these challenges slowing down anytime soon. 

Two weeks after hitting US $4.41/lb, the highest number in the history of the C market, arabica futures dipped below $3.80. Towards the end of February 2025, they climbed again, now sitting around $3.90/lb, signalling persistent price volatility that has a huge impact on business operations.

Roasters and coffee shops have adjusted their strategies to accommodate thinner margins and changing consumer behaviour, as people are likely to increase at-home consumption and reduce their average spending.

But it’s not just roasters and coffee shops that need to adapt

Given their proximity to the end consumer, the onus to innovate is often on roasters and coffee shops. Their customer-facing roles mean these businesses need to cater to ever-changing preferences and emerging trends quickly.

But without the support of high-performing, consistent, and reliable equipment, operators will struggle with these efforts. Underperforming and outdated machines hinder a roaster’s ability to improve quality and differentiate their products, putting them at a disadvantage.

This then places more responsibility on manufacturers and equipment brands to also diversify their product offerings, supporting the sustainable growth of the industry as a whole.

“Coffee equipment plays a fundamental role in shaping the quality and efficiency of a roastery. If manufacturers simply produce variations of the same outdated designs, they limit innovation in the industry as roasters and coffee shops are unable to push the boundaries of their creativity,” says Nikolas Krutin, the CEO of Typhoon Roasters. “By diversifying – whether through convection roasting, energy efficiency, or automation – we give roasters the tools they need to stay ahead. Equipment must evolve alongside the businesses that use it.”

To stay competitive, coffee businesses and equipment manufacturers alike are embracing product innovation. While the latter needs to cater to the diverse needs of modern roasters, they also have to stand out against their competitors to attract new clients. 

Ultimately, roasting equipment needs to include features and solutions that ensure consistency and maintain quality – two priorities for a roaster of any size.

“Machines need to integrate advanced automation, intelligent software, and precise control systems,” Daniil explains. “Regardless of size, Typhoon machines provide 100% convection roasting, fast batch cycles, and automated features to maximise output and maintain quality.”

Meeting the needs of today’s roasters

Specialty coffee roasters pride themselves on a passion for quality and service – and they expect the same from their equipment suppliers. One of the biggest critiques of manufacturers, regardless of the industry, is subpar service when equipment is broken or parts need to be replaced. A well-built machine backed by fast support and long-term durability is then a major advantage. 

Sustainability is another concern for roasters, especially as consumers become increasingly discerning about the brands they buy from. To cater to changing customer demand, roasters need to prove due diligence with their environmental efforts, and equipment can be one of the most effective ways to do this.

“Lower energy consumption, 100% convection roasting, and streamlined workflow solutions help businesses reduce costs and environmental impact,” Daniil tells me. “Unlike traditional drum roasters, which rely on direct or indirect contact heating (as the beans are in contact with the walls of the drum and hot air at the same time), Typhoon machines use fluid bed technology, which supplies a powerful stream of hot air to roast coffee evenly.”

This method reduces energy consumption while enhancing the uniformity of roast development. With energy costs expected to rise another 7% in 2025 in the US, and at similar rates in other regions, reducing overhead costs will become an even bigger priority for roasters.

Investing in equipment that supports the ability to scale operations is also important for roasters. Venturing into wholesale or growing an existing client base can be effective ways to improve resiliency during periods of market volatility and economic uncertainty.

“Equipment should adapt to roasteries’ needs, from different branding options to flexible batch sizes,” Nikolas says. “Each Typhoon model is tailored to support different roasting scales and operational needs.” 

The Typhoon 2.5 Pro, for example, is suitable for specialty roasters which focus on micro lots and smaller volumes, while the Typhoon 5 Pro offers a balance between flexibility and productivity ideal for medium-sized operations. 

“The Typhoon 10 Pro delivers the performance of a 20kg drum roaster but with improved consistency and lower energy consumption,” Daniil explains, making the machine a suitable option for larger wholesale roasters.

Beyond hardware: Why technology is crucial for product innovation

The design and durability of roasting equipment are key considerations for manufacturers and roasters. Businesses want to invest in high-performance machines that not only meet their production volume requirements but also look good, with the option to customise them to align with brand identity.

But as machines become more advanced, technology is an increasingly important part of the roasting experience, offering roasters the opportunity to diversify their offerings.

“Coffee roasting today isn’t just about hardware – it’s about technology that offers precision and repeatability,” Daniil tells me. “We developed the new Typhoon Roaster Software, which allows users to automate and repeat roasting profiles, adjust airflow and exhaust automatically, and access real-time roasting data that can be integrated with Cropster and Artisan.”

He adds that until 13 April, any purchase of a Typhoon Pro Roaster comes with a free Pro Software Upgrade valued at €2,000, which includes advanced and customised roasting profiles, enhanced control points to monitor and adjust roast parameters in real-time, and seamless integration with popular platforms.

The debate about whether reliance on automation hinders the craft of roasting persists. Still, the industry has widely accepted that embracing technology is the way forward for the growth of specialty coffee.

“Innovation must combine physical and digital solutions to give roasters complete control over quality, efficiency, and scaling their business,” Daniil says. “Typhoon Roasters provide remote access to monitor and maintain machines, ensuring maximum uptime.”

The key to technology in roasting is its ability to streamline operations and ensure repeatable results, freeing up roasters’ time to focus on other essential tasks like inventory management, green quality analysis, and sourcing. Daniil adds that the new Typhoon Roaster Software is currently available at no extra charge, helping roasters further reduce costs.

Additionally, the remote access and maintenance capabilities provide real-time monitoring and troubleshooting, reducing downtime and allowing for proactive equipment management.

In today’s unprecedented coffee industry, marked by record arabica prices and rising inflation, success depends on more than just great coffee. Roasters and cafés must optimise efficiency, maintain consistency, and adapt to changing market demands more than ever before.

Equipment is integral to these efforts, and manufacturers have a duty to cater to the needs of roasters and coffee businesses. By investing in advanced roasting technology – such as automation, intelligent software, and energy-efficient designs – they can streamline operations, reduce costs, and ensure high-quality results at scale, positioning themselves for success in the long term.

Enjoyed this? Then read our article on how convection coffee roasters work.

Photo credits: Typhoon Roasters

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Businesses must assert their unique selling points and discern themselves through engaging storytelling, constant innovation, and dynamic pricing. Otherwise, they risk losing out to an ever-growing number of competitors.

Building a solid brand identity is a lengthy yet rewarding process. By investing in local communities and catering to the needs of the domestic market, roasters can leverage their success to expand regionally or even internationally. From here, they can appeal to a much wider audience, building on previous accomplishments and bolstering brand awareness.

To learn more about this journey for coffee roasters, I spoke to Camel Step’s CEO, Abdullatif Alwshigry, Marketing Director, Mohammed Al Faify, and Head of Design & Development, Faris Alosaimi.

You may also like our article on how to start a career in coffee roasting.

Why brand building is key to staying competitive

A successful roaster is nothing without strong branding. According to a recent Perfect Daily Grind poll, more than half of respondents said a consistent brand identity was the most important factor in building a coffee business. 

On top of sourcing high-quality coffee (which almost a quarter of people said was the most pertinent factor), specialty coffee roasters must develop clearly defined missions, visions, and values. Once established, companies need to communicate them in their physical and digital marketing to customers and stakeholders, also ensuring staff are fully aligned on these concepts. 

Through this, roasters can achieve coherent branding, helping them develop a loyal customer base to navigate challenging market conditions.

In recent years, increasing costs and heightened competition have called for more frequent reinvention that keeps businesses relevant. Rebrands and brand refreshes have emerged as a strategic response to the growing demand for differentiation, allowing roasters to modernise, stay ahead of trends, and retain consumer trust.

But effective branding is also an ongoing process

Brand building doesn’t stop once a roaster has cemented its position in the market; it’s a process that requires companies to reaffirm their value proposition and reshift their focus continuously. After establishing operations in one market, a roaster looking to scale is likely to seek out opportunities further afield.

A coffee brand’s decision to expand into other markets beyond its local region often stems from a desire to share a unique value proposition on a larger scale. Expanding its reach allows roasters to diversify their audience, reach untapped markets, and build resilience against fluctuations in their respective country.

They amplify their visibility, foster consumer loyalty across different demographics, and increase their revenue streams. Scaling into new markets also helps position roasters as thought leaders and innovators in the global industry.

“For Camel Step, our expansion strategy is closely aligned with our brand personality, enabling us to take significant steps across diverse geographical regions and maintain our leadership in the coffee industry,” says Abdullatif Alwshigry. He is the CEO of Camel Step, which celebrated its tenth anniversary in 2024. “By entering new markets, we elevated the perception of Saudi coffee while creating a broader platform for collaboration, innovation, and community building.

“The decision to expand was rooted in our vision to share the rich heritage of Saudi coffee culture with the world while setting global standards for specialty coffee,” he adds.

Overcoming barriers

The process, however, is not without its challenges. It requires a solid business model and an in-depth understanding of various factors that play a critical role in success or failure.

“Key considerations for coffee roasters looking to expand into new regions include understanding the market dynamics as each one will have unique preferences, cultural nuances, and regulatory landscapes,” says Mohammed Al Faify. He is the marketing director at Camel Step. The brand’s name was chosen to reflect the steady, deliberate progress of the camel – a symbol of resilience and cultural pride for Saudi Arabia.

“Operational scalability is another, as new territories will need systems that can maintain quality and consistency across locations, and you need to maintain brand authenticity even while adapting to new cultures,” he adds.

With expansion comes an increased demand for coffee, requiring not just roasting operations to scale but also for logistics and supply chains to be optimised. 

The new territories that a roaster expands into may have different cultural and taste preferences, requiring it to be culturally sensitive and understand the nuances of local values to build a meaningful relationship and connection with consumers.

“We addressed the usual challenges of supply chain optimisation, sustainability, and cultural sensitivity by centralising production, building strategic partnerships, and embedding sustainability into all of our operations,” Abdullatif tells me.

Additionally, Camel Step offers consulting services and has helped several companies expand and open new locations in different regional markets, leveraging its expertise in the Gulf region.

Consistency across the board

Whether roasters choose to stay in their domestic markets or expand into regional and international territories, brand identity needs to be cohesive across all aspects of the business – both digital and physical.

The design of every store, for instance, should be consistent and in line with the brand’s values. From furniture to colour palettes to textures, every aspect of shop design must represent the roaster’s unique identity and communicate its story, allowing customers to build a strong connection with the brand.

“Our design philosophy is rooted in three principles. The first is connection. We design spaces that connect people to their environment, culture, and community,” says Faris Alosaimi, the Head of Design & Development at Camel Step. Last year, the roaster celebrated a milestone with over 15 outlets, including its first international location in Dubai.

“The second principle is sustainability. We are committed to creating spaces that honour both the planet and local craftsmanship, using natural and locally sourced materials,” he adds. “This approach not only ensures the authenticity of our spaces but also supports local economies and artisanry.”

This can help strengthen consumer loyalty and trust when expanding into different markets, forging closer connections with customers and local partners.

“The third principle is excellence; we strive for timeless designs that elevate the coffee experience while reflecting our commitment to quality,” Faris adds.

Retaining a fresh, ageless design concept can help brands to be modern and relevant – provided they also take the opportunity to demonstrate their values and ethos.

Leveraging community is essential to building a brand

For any coffee roaster to thrive, building a community is critical, irrespective of whether they choose to expand into new markets or not. Tapping into local communities’ needs and demands ensures that the brand resonates with diverse audiences and creates a shared sense of belonging, increasing the chances of its longevity.

“For coffee brands, investing in community fosters loyalty, leverages word-of-mouth marketing, and provides a feedback loop for innovation,” Mohammed explains. “A well-developed community also positions the brand as a cultural bridge, connecting people through shared coffee experiences and values.”

By combining high-quality coffee with authentic storytelling, roasters like Camel Step can develop brand identities that resonate both locally and internationally – feeding into different communities’ preferences. The company’s strategic investments in research and development have led to new sustainability initiatives like its “Bee’ah” programme, which reduces environmental impact by turning coffee waste into fertilisers, building materials, and other recycled consumer products. 

Without genuine collaborations with global and local partners, these initiatives would be logistically challenging to implement.

Preparing for further growth

As market competitiveness increases and the need to differentiate intensifies, roasters may look for future opportunities to grow their businesses. While expanding into international markets is a common choice, product innovation and wholesale distribution are equally as effective.

“First, focus on embedding scalability; operational systems should be built to support growth without compromising quality,” Mohammed says. “Second, prioritise fostering local connections. Partnering with local businesses and communities ensures sustainable and meaningful expansion.”

As part of its 2025-27 strategy, Camel Step is seeking to expand its presence in Asian and European markets while preserving its Saudi identity. The roaster will also develop new offerings, including office-specific coffee solutions, and scale the “Bee’ah” initiative to align with global sustainability goals.

“And lastly, leverage digital platforms. E-commerce and social media can bridge the gap between physical locations and global audiences,” Mohammed adds.

From the beginning, every roaster needs to develop solid branding, reflected in its marketing, communications, and company culture. This process doesn’t end here, however, as businesses strive to compete and stay relevant in an increasingly saturated market.

Expanding into regional and international territories can help roasters capture more market share. Still, they need to strike a balance between retaining an authentic identity and catering to the needs of different demographics.

Enjoyed this? Then read our article on how roasters can attract new wholesale customers.

Photo credits: Camel Step

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The emergence of third wave and specialty coffee in the late 1990s and early 2000s fundamentally changed roasting technology, pushing manufacturers to prioritise consistency and precision. Machines became much more advanced, leveraging automation and intuitive heat transfer methods to maintain quality and highlight a coffee’s best attributes.

It’s undeniable that roasting technology has come a long way since its inception, so what’s in store for the future?

I spoke to Roberto Pedini, Sales Coordinator and Business Development at IMF Roasters, to learn more. 

You may also like our article on why roasters need to offer more than just light and medium roasts.

The evolution of coffee roasting

For as long as people have been drinking coffee, they have also needed to roast it. The practice is believed to have originated in Africa and the Middle East, where coffee was first discovered.

The first known roasting tools were thin, perforated pans used over an open flame. Only a small amount of beans, which required constant stirring, could be roasted at once.

In the 17th century, the first cylindrical roasters appeared in North Africa. They were made of metal, usually cast iron or tinned copper, and included a crank to turn the beans over an open fire. This model quickly became popular across Europe and the US as coffee consumption increased, and many people started to roast their own coffee at home. Other common methods included roasting coffee in a cast iron skillet or a metal tray in the oven.

Industrialisation brought about significant change in the coffee industry, and roasting was no exception.

“Throughout the 1800s, many roasting companies, particularly in the US and Europe, mainly Germany, used cylindrical or drum roasters,” explains Roberto Pedini, Sales Coordinator and Business Development at IMF Roasters, a professional roasting equipment manufacturer in Italy.

“These machines essentially roasted coffee over direct heat sources via conduction, much like in earlier times when rudimentary tools were placed directly over braziers or open fires,” he adds.

In 1824, it’s believed that Richard Evans patented the first-ever large-scale roaster in the UK, which featured an “examiner” to take samples throughout the roast. The machine was placed over a heat source, and until the introduction of gas supplies in urban cities, wood or coal was used – which would often impart smoky flavours. 

A little over two decades later, James Carter from the US patented a “pull out” machine, which was an iron drum that could be fixed into a furnace. The entire cylinder had to be pulled from the furnace to unload batches of roasted coffee, which posed serious health and safety risks.

Roasters become more advanced

As global coffee consumption continued to grow at pace, the need for more advanced roasting equipment increased. When natural gas became more readily available, it soon became the preferred heat source, granting roasters more control over the process.

In 1864, Jabez Burns received a patent for one of the first commercial machines – an enclosed cylinder encased in brickwork – in the US. It featured an opening mechanism and a double screw inside the cylinder that evenly distributed the beans, which made the roasting process more consistent and less dangerous.

Burns’ company later added a fan-mounted cooling tray to the front of the machine, a feature included in many modern roasters. Cooling roasted coffee quickly is essential; otherwise, the beans will overdevelop, losing flavour and quality.

In 1868, Germans Alexius van Gulpen, Theodor von Gimborn, and Johann Heinrich Lensing filed a patent for the Kaffeeschnellröster (or “rapid coffee roaster”) which was critical to the development of the modern drum machine.

How convection technology transformed coffee roasting 

Although coffee roasting equipment technology had already advanced considerably since its early beginnings in the 15th century, the emergence of third wave and specialty coffee sparked further change. 

To cater to changing consumer demand, industry professionals developed a deeper understanding of the science behind the roasting process, learning more about the chemical, physical, and organoleptic changes that take place inside the beans when heat is applied.

Alongside this, roasters wanted to exert more control over the process to achieve the best results across a range of different roast profiles. By intentionally manipulating key parameters like temperature and time, roasters could highlight and enhance desirable and unique characteristics of their coffee.

Convection roasting technology – when heat is transferred through the air so coffee isn’t in direct contact with the machine – has become immensely popular in recent years. It allows for greater control and precision over how much heat roasters apply to the beans during different phases of roasting, thereby helping reduce uncontrolled thermal inertia.

Founded in 1994, IMF Roasters specialises in manufacturing convection-powered drum machines and full roasting plants, including green and roasted storage silos.

“It’s an honour to celebrate our 30th anniversary, considering that we started with two founding technicians manufacturing the first small artisanal roaster,” Roberto says. “For the first 15 years, IMF operated exclusively in the Italian market, catering to small and medium-sized customers.

“Thanks to the advent and resourcefulness of new entrepreneurs who joined the company over the last ten years, IMF can now claim several significant achievements, including operating in over 130 countries, expanding our product range to include large industrial roasters, and offering complete systems for roasting and packaging.”

Why drum convection machines are still the preferred choice

Despite the introduction of fluid bed roasters in the 1970s, drum machines based on 19th-century patents are still the design of choice today for most roasters.

In a fluid bed machine, hot air enters the chamber through a screen underneath the coffee. This lifts the beans into the air, meaning the machines rely solely on convection roasting.

“Convection roasting helps create a more uniform roast throughout every bean, whether for light, medium, or dark roasts,” Roberto says. “Even when roasting large batches or using shorter roasting times, convection machines can deliver more heat to the beans without scorching or burning the surface.”

Although fluid bed roasters have many advantages, most coffee professionals agree that they don’t offer the same quality as drum machines, which utilise convection, conduction, and radiation heat transfer to roast coffee.

“IMF roasters are hybrid because of their external heat generators, which combine the positive aspects of both drum and fluid bed roasters,” Roberto adds.

What’s the future for roasting technology?

Over the years, there have been significant advances in roasting technology. Automation and intuitive control systems have massively improved performance. Machines have become increasingly reliable, guaranteeing precision, efficiency, and consistency across various roast profiles – helping push coffee quality to new levels.

As sustainability has become an increasingly important priority for consumers, energy-saving and environmentally-friendly roaster features have become more prominent.

“Looking ahead, the coffee industry will start to use more renewable energy sources, which will greatly reduce roasters’ reliance on fossil fuels and minimise carbon emissions,” Roberto says.

He explains how IMF developed a heat recirculation and recovery system to recycle and clean fumes produced by its machines. Smoke exits the roaster through a steel duct and enters the combustion chamber, which removes the dust and emissions. This helps roasters comply with local regulations without connecting any additional ventilation systems to their machines and significantly reduces the emissions released into the atmosphere. 

The company also installed solar panels at its factories to reduce its reliance on fossil fuels and contribute to a circular economy model.

AI will play an increasingly prevalent role

Beyond automation and energy-efficient features, AI-driven technology is set to reshape the future of coffee roasting. 

While automation relies on humans to make decisions and implement workflow for machines, AI (or artificial intelligence) is programmed to use information about certain repeatable tasks to improve efficiency and achieve a desired outcome. 

Concerns about AI replacing human-led roles in the coffee industry are understandable. But when used in conjunction with human-driven actions and decisions, AI can massively optimise performance and improve coffee quality and consistency.

“When integrated with increasingly sophisticated software, AI can analyse data about the chemical and physical characteristics of the coffee you roast,” Roberto explains. “Roasters can use this data as reference points to refine roast profiles in real-time, facilitating more reliable and consistent self-learning based on predefined quality standards.”

Although this level of AI isn’t currently widely in use in the coffee industry, a small but growing number of roaster manufacturers have started to invest in this technology. With machine learning, AI could understand more about different variables that impact how we roast coffee – including origin, bean density, and processing method – and create roast profiles that produce better results.

As specialty coffee has evolved, roaster manufacturers have responded by developing new innovative technologies, leveraging automation to achieve consistency and precision.

Alongside sustainability and energy-efficiency, these two key variables will continue to drive advancements in coffee roasting. With roasters seeking more control over different parameters than ever before, AI is sure to become a more prominent feature in the years to come.

Enjoyed this? Then read our article on what roasters need to know when upgrading their equipment.

Photo credits: IMF Roasters

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The most common approach is to blend different origins, including different countries, regions, and farms. Through this technique, roasters can also combine coffees which have been processed in different ways or mix multiple varieties together to create flavours that appeal to a more diverse range of consumers.

Similar to processing method, roasters need to account for each variety’s unique impact on a blend. Bean density and size, solubility level, and flavour profile are key factors that influence the roasting process and overall results. To achieve balance and consistency, roasters need to find the “sweet spot” that accommodates all varieties included in a blend.

Carina Esteves and Ishwor Maharjan, the director of operations and head roaster at Baobá Café, Marc-Alexandre Emond-Boisjoly, the founder of 94 Celcius, and Ashlee Eastwood-Quinn, head of coffee at Rave Coffee, provide their insight.

You may also like our article on whether multi-processed blends dilute or enhance flavour.

Understanding the key differences between varieties

There are thousands of coffee varieties, all of which vary in cup quality and characteristics. For example, Bourbon, one of the most genetically important varieties, is renowned for its sweet and complex flavour profile, while SL28 (a common variety in Africa) typically has distinctive fruity tasting notes.

Pairing and layering complementary flavours in blends is, of course, a priority for any roaster. Whether a blend offers familiarity or a differentiated experience, the flavours of the different components should be balanced and synergetic.

But when creating multi-variety blends, roasters need to consider other factors than flavour profile alone.

“While no two varieties are inherently incompatible, achieving a balanced roast for a blend can be challenging due to differences in bean density and size,” says Marc-Alexandre, the founder of 94 Celcius in Montreal, Canada. “Different varieties, such as Bourbon, Typica, Caturra, or Pacamara, have unique traits related to size, density, sugar content, and chemical composition.

“For example, Pacamara, known for its large size, can be more difficult to roast evenly alongside smaller varieties,” he adds. “Bourbon and Typica, often prized for their sweetness and clarity, may behave differently in the roaster compared to more robust, earthy varieties like Catimor or Sarchimor.”

Why is bean density so important?

Bean density is one of the key metrics for sorting and grading coffee. It’s essentially the weight of a coffee bean proportional to its volume, which is typically influenced by the altitude at which it’s grown. Higher altitudes allow coffee to ripen more slowly, resulting in denser beans with a higher sugar content – making them more desirable to many buyers.

Density also varies between different varieties, too. Bourbon, Gesha, and Wush Wush, for instance, are generally dense beans, while robusta varieties grown at lower altitudes are less dense.

In addition to exhibiting more complex, sweet flavours, denser beans also require a different approach to roasting.

“Although it depends on roast profile, batch size, and origin, a higher density variety requires a higher start (or charge) temperature, while the opposite is true for lower density beans,” say Carina Esteves and Ishwor Maharjan, the director of operations and head roaster at Baobá Café in Lisbon, Portugal. The roaster also has locations in Brazil, where it operates a farm that it sources coffee from.

“Our blends are developed on-farm, and our team chooses varieties with similar sizes and densities to facilitate the roasting process,” they add. Significant variances in size and density will leave bigger and denser beans underdeveloped, while less dense and smaller varieties will be tipped or scorched.

“Dense coffees often have more nuanced flavour profiles at a wider range of roast levels. However, they can be easier to under-roast as they require more time and heat in the machine,” Ashlee Eastwood-Quinn, head of coffee at Rave Coffee. “The dense beans will also be less brittle when roasted and therefore produce fewer fines when grinding. Fewer fines result in even extraction of and a well-balanced flavour profile.”

Prioritising consistency with multi-variety blends

Combining similar-sized and equally dense varieties seems like a logical approach to bypass the challenges of blending beans of different sizes and densities. However, it’s not always so straightforward.

“Achieving the best results when roasting blends is often a process of trial and error. While using varieties with similar sizes and densities can, in theory, lead to a more uniform roast, the outcome depends on several factors, including the specific characteristics of the varieties and processing method,” Marc-Alexandre says. “In practice, blending varieties with similar sizes and densities makes it easier to achieve a uniform roast. Beans of comparable physical characteristics absorb and retain heat more evenly, reducing the risk of over or under-roasting some components of the blend. 

“However, uniformity in size and density doesn’t guarantee compatibility in terms of flavour,” he adds. “That’s why trial and error is so important; roasters need to experiment with how the blend components behave in the machine and ensure that the resulting flavours are harmonious.”

Regularly cupping combinations of different varieties using various ratios is the best way to ensure the flavours match and complement one another.

However, the technique used to blend different varieties also plays an important role.

“When blending a high-density washed Ethiopian variety with a low-density natural Brazilian coffee, roasting them together can be problematic,” Marc-Alexandre says. “The Brazilian beans, being less dense and often larger, roast faster, while the Ethiopian beans take longer to develop. This disparity can lead to an imbalanced cup, with the Ethiopian beans potentially under-roasted and the Brazilian beans over-roasted.”

Post-roast blending

“Some coffees might roast to a darker degree than others when exposed to the same roasting conditions,” Carina and Ishwor say. “To overcome this, roasters can blend post-roast, where they roast each variety separately to their optimum level and then mix the batches together.”

This allows for precise control over each blend component, ensuring that roasters can fully develop their unique qualities to create a balanced flavour profile.

Do certain varieties pair well in blends? 

Coffee varieties have their own unique characteristics in terms of flavour, body, mouthfeel, and aftertaste, so understanding which ones complement each other is crucial when creating a multi-variety blend.

“Some varieties naturally pair well together in blends, creating a harmonious and balanced cup that highlights their individual strengths,” Marc-Alexandre explains. “For example, African varieties like 74110, SL28, Ruiru 11, and Konkaka consistently produce exceptional results when blended. Even when sourced from different regions or continents, they blend seamlessly to create a cup with layered complexity and clarity. SL28’s bold acidity can enhance the sweetness and balance of Ruiru 11, while 74110’s floral and citrusy notes can pair wonderfully with Konka’s berry-like sweetness or herbal undertones, for instance.”

Exclusive varieties like Gesha and Sudan Rume have taken specialty coffee by storm over the last decade. Revered for their exceptional and complex cup profiles, they are often sold and marketed as single origin lots to showcase their unique flavours.

But Marc-Alexandre highlights how these varieties can also work well in blends.

“Gesha is often used to add floral notes, delicate acidity, and tea-like qualities to the cup; it pairs wonderfully with varieties that offer complementary sweetness and body,” he says. “For example, combining Gesha with Bourbon highlights Gesha’s floral elegance while adding structure and sweetness from the Bourbon. Similarly, pairing Gesha with Caturra or Catuai can balance its delicate character with enhanced body and depth.”

No variety is an island: Coffee flavour is interconnected

The flavour profiles of different varieties are inherently tied to many other factors, such as origin, processing method, altitude, and terroir. In many cases, it’s difficult to distinguish between the impact of each variable, which means roasters need to account for all of them when developing a multi-variety blend.

“Every element can impact flavour. For example, SL28 is a common variety in Kenya. If you take this coffee and grow it in Colombia, you can get a different flavour profile, even if both coffees are washed,” Ashlee says. “Kenyan washing styles are also very different from Colombia, so the flavours we associate with SL28 are so heavily tied to our associations of Kenyan coffee and processing. Therefore, we can make some assumptions when roasting and blending, but before practical experimentation takes place, we can’t be sure of anything.”

Multi-variety blends can offer roasters a point of differentiation, creating tailored and exciting flavour combinations that suit a range of consumer needs. Bean density and size are key considerations when blending multiple varieties, but factors like origin and processing method are also play an important role.

“The ultimate success of a blend depends on understanding the unique properties of each component and tailoring the roasting approach accordingly,” Marc-Alexandre concludes. “Roasting coffee is as much about science as it is about artistry and experimentation.”

Enjoyed this? Then read our article on how blends can reduce waste.

Photo credits: Rave Coffee

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The process, however, doesn’t stop once the coffee leaves the drum or roasting chamber. In fact, the cooling stage has a huge impact on overall cup quality and flavour profile, yet is often overlooked. So what do roasters need to know to achieve the results they want?

Simo Kristidhi, production manager at Solberg & Hansen and 2022 World Coffee Roasting Championship runner up, and Ben Morrow, co-founder of Manhattan Coffee Roasters and two-time Coffee Masters Champion, provide their insight on the best ways to cool roasted coffee.

You may also like our article on how convection coffee roasters work.

Cooling coffee: The final roasting step 

When we talk about coffee roasting, we often focus on the development stage, which is when flavours and aromas form. This phase is in four parts:

• Drying – beans lose moisture and water
• Maillard reaction – amino acids and reducing sugars react to create melanoidins, which give browned food its distinctive flavour
• Strecker degradation – amino acids react with carbonyl-grouped molecules to form aldehydes and ketones, which are critical to develop flavour and aroma
• Caramelisation – complex carbohydrates break down into simple sugars to enhance sweetness

All the above steps take place inside the drum or roasting chamber, but the process doesn’t end there. Cooling roasted coffee is considered just as important as what happens inside the machine, and plays a significant role in overall taste, body, and aroma. When carried out inadequately, the efforts of the entire supply chain can be undone.

Once coffee beans reach the desired profile, roasters need to cool them immediately to prevent further development, which could impair flavour and quality.

Simo Kristidhi has roasted coffee for Norway’s Solberg & Hansen for over 20 years. He has also competed at four Norwegian Coffee Roasting Championships, and placed second at the 2022 world finals.

“The cooling step decelerates the high speed of development that happens during roasting,” he tells me. 

Why proper cooling is so important

As a result of high temperatures and constant airflow inside the drum or roasting chamber, coffee beans contain a lot of energy. This means that even when released from the machine, the chemical and physical structure of the beans will continue to change.

In cooking, we refer to this as “carry over”. Even if you remove ingredients from a heat source, they will continue to cook, including internally. Research indicates that carry-over cooking can increase the internal temperature of food by up to 8.6°C (or 15.5°F) beyond the desired level.

In the context of roasting coffee, carry-over cooking makes it all too easy to unintentionally overdevelop roast profiles, and potentially lose terroir and flavour.

How cooling practices have changed in specialty coffee

The best practice accepted in specialty coffee is to cool roasted beans to room temperature in ideally less than four minutes (and no more than five). This time period is usually sufficient for the internal temperature of the beans to drop to ambient levels, and prevent any further physical and chemical changes from occurring.

To achieve this, most machines (especially drum roasters) include a cooling tray with a perforated bottom connected to a fan system. The fan pulls air from the room while an arm stirs the coffee beans to ensure even cooling.

Ben Morrow is a co-founder of Manhattan Coffee Roasters in Rotterdam, Netherlands. He says that the machine’s cooling tray is integral to this process.

“Cooling trays are large and porous, so when beans are dropped into them, they expel water vapour,” he explains. “As the coffee beans rapidly cool and release moisture, their cell structure contracts and becomes denser.

“If coffee isn’t cooled to below 30°C (86°F) in the required timeframe, the beans will keep cooking, which makes them taste flat and less vibrant,” he adds.

Some years ago, quenching was a popular technique used to cool roasted coffee, and is still sometimes used in fluid bed machines. This practice involves spraying water directly on roasted coffee to expedite the cooling process.

“Over the last 15 to 20 years, fewer people use quenching as a cooling method,” Simo says. “Even when it is used, it’s generally only done for commercial-grade coffee and not for specialty lots.

“Quenching can add some undesirable flavour attributes to coffee, such as a flat, metallic, or leathery taste,” he adds. “New and upgraded cooling systems result in better flavour clarity, preserve more of the coffee’s terroir, and highlight the desired taste profile.”

How does delayed cooling impact coffee flavour?

Roasters develop specific profiles to bring out the best characteristics of a certain coffee, so cooling beans quickly means they achieve the results they want.

“Cooling coffee unevenly and too slowly can lead to unwanted development,” Simo tells me. “An excessive amount of oils could develop on the surface of the beans as they would still contain a lot of energy from high roasting temperatures. This will result in more bitterness and harshness, as well as fewer fruity flavours.”

Delayed cooling often leads to baked or flat flavours with noticeably less sweetness, largely because more of the sugars become insoluble. 

So is there a best way to cool coffee?

Cooling with air is the most common practice in specialty coffee, but ambient temperature is still an important factor to consider. If a roastery is too hot or cold and not temperature-controlled (especially during warmer and cooler seasons), it can prolong the cooling process.

“Air temperature can also vary from place to place, so roasters at high altitude or in hot places need to monitor the temperature of their space more closely,” Simo adds.

Quenching, meanwhile, isn’t the preferred method. Although there’s little research to back the claim up, many believe the practice results in coffee beans reabsorbing small amounts of water. However, this only tends to be an issue with larger batches and darker roast profiles, whereas water droplets will evaporate more quickly on smaller-capacity machines and lighter roasted coffee.

“Fan cooling is the most cost-effective way to quickly cool coffee,” Ben says.

Tips for cooling coffee

With this in mind, there are a few key points that roasters need to know:

• Regular machine maintenance and cleaning are essential to make sure air cooling systems work properly
• You should programme cooling arms to turn at optimum speed and number of rotations
  • If the arms move too quickly or rotate too many times once the coffee starts to cool, it can unintentionally prolong the process

Many roasters agree on the four-minute cooling window, but there are many factors to consider in the final step of the roasting process. In addition to room temperature, the age and bean density of coffee will affect the rate of cooling.

“We need further research to understand how the speed of cooling impacts flavour and cup quality,” Simo concludes. ”Using an air cooling system is a step towards a better, cleaner cup of coffee.”

Ultimately, a shorter cooling time will result in more sweetness – and better results for roasters.

Enjoyed this? Then read our article on when you should upgrade to a new roaster.

Photo credits: Solberg & Hansen

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Putting these plans that have been worked on for months or years into action can be extremely rewarding. Simultaneously, however, it can also be one of the most stressful times for a roastery – full of headaches and surprises, not to mention potentially costly and time-consuming. 

But with some careful planning and thoughtful preparation, roasters can successfully navigate the process of upgrading or expanding their facilities and operations.

To learn more, I spoke to Giorgio Mosca and Giovanni Bedeschi at IMF Roasters. Read on for more of their insight.

You may also like our article on how to know when it’s time to upgrade to a new roaster.

When is it time to upgrade your roasting facility?

Installing a new setup can be a one-time project for some roasters. However, for those looking to expand or streamline their operations, deciding to upgrade facilities and equipment can be an ongoing process.

Naturally, any new roasting business will need to install all the necessary equipment and machinery to roast, grind, package, and sell coffee. Similarly, as some roasteries expand business operations, they can often outgrow their current facilities. 

For instance, if a roaster needs to invest in a machine with a larger capacity (or possibly even multiple machines), this could be an indication that they need to upgrade their facilities as a whole. This is because a bigger machine will ultimately mean the roaster needs more space to store both green and roasted coffee, and may need to hire more staff to cope with increased demand.

Scaling operations is the most common example of when a roaster will upgrade their facilities and equipment. Let’s say a micro roaster who uses a 1kg-capacity machine receives an increase in online sales. To keep up with more orders and sell fresh coffee, it’s more than likely they will need to buy a 3kg-capacity machine – otherwise coffee quality could quickly slip.

The same can happen for larger-scale roasteries, too. As sales increase, operators may need to buy bigger machines, or even invest in new equipment to load, grind, and package coffee products.

Knowing when it’s the “right” time

It’s important, however, that roasters can foresee any spikes in sales prior to when they happen, so they have the time and capital to upgrade equipment and machinery before they really need them. Working with a roaster manufacturer can help with this process.

Giorgio Mosca is a senior area sales manager at IMF Roasters – a roastery manufacturer and distributor that also assists roasters with planning and setting up new facilities.

“We focus on providing direct consultancy services with our clients to help establish their specific needs to achieve the best solution for them,” he tells me. “First and foremost, it’s important to understand how they receive and store green coffee, how they roast coffee and store it, and how they package their products.”

Taking the first steps to upgrade a roasting facility

With so many factors to account for when upgrading a roastery, it’s critical that roasters prioritise tasks as much as possible. 

Generally speaking, one of the most important considerations is accounting for any space constraints with the current facility. If a roastery is unable to store all of its green coffee on site, for example, then ample storage space is essential – especially if orders are likely to keep increasing.

Another key step in the early stages of the process is considering the design and layout of the upgraded facility. By measuring new equipment and machinery before it’s installed, roasters can design a space which streamlines workflow and improves efficiency.

Mapping the “journey” of coffee through a roastery can also be a helpful way to design a more ergonomic roasting space. Some steps to consider are:

• Where will you receive and store green coffee shipments?
• Where will you weigh green coffee?
• Do you need a destoner or colour grading machine for green coffee?
• Where will you roast coffee and how will you transport green coffee to the machine?
• Once roasted, how will you transport coffee to storage? And where will it be stored?
• Where will you package and/or grind roasted coffee?
• How and where will you organise roasted coffee products to be shipped?

Giovanni Bedeschi is a senior sales manager at IMF Roasters, and has over 26 years’ experience in the roasting industry. He tells me that asking these questions “plays a fundamental role in maximising the potential of your coffee roastery, especially the machine itself”.

Powering a roastery

One key factor that can be overlooked when installing or expanding a roasting facility is having the right power supplies – especially if a roaster is switching from a gas to electric machine, or vice versa.

“Roasters will need all the necessary utilities, such as gas lines, compressed air and water supplies, and smokestacks,” Giorgio tells me.

As part of this, roasters need to make sure they understand local regulations about gas and electricity power supplies. When they have selected the right power supply for their machine, roasters then need to confirm where they will position it within the space. 

Many machines require significant power sources, so standard outlets won’t always suffice. Roasters need to make sure their facilities can meet their machine’s power requirements, and make any changes or upgrades if necessary.

Considering the size of your roaster

Arguably one of the most important points to factor in when upgrading a coffee roastery is the size of the new machine – and the capacity that works best is largely based on a business’ individual needs.

Many smaller-sized roasters start out using 1kg to 3kg-capacity machines, but if they decide to scale operations, they may need to invest in a 5kg or 15kg roaster to keep up with increased demand. 

Medium-sized commercial roasters generally use between 15kg and 30kg-capacity machines, whereas larger roasteries may need to roast up to 70kg batches of coffee at a time.

Ultimately, being able to anticipate when sales might increase (and by how much) can help roasters choose a machine that best suits their needs.

“It’s important to roast batches of coffee that match demand to avoid creating waste, optimise your resources utilisation, reduce operating costs, and improve production times,” Giovanni says. “When roasters work with equipment manufacturers such as IMF, they can rely on their expertise and insight, which is especially important for customers planning to scale their businesses. 

“Having extra space and additional margin creates space for new growth opportunities,” he adds.

Additionally, roasters also need to choose machines in line with their batch size requirements. For example, if they have to roast 1,000kg of coffee per week, they need to calculate how many hours it would take to fulfil orders using a 3kg-capacity machine. At the same time, roasters need to make sure they don’t exceed 75% of the machine’s capacity per batch – which helps to maintain the consistency and quality of their roast profiles.

On top of this, many equipment manufacturers also recommend a limit to how many batches businesses should roast per week, which will be different for every machine – and is another important factor to consider.

Prioritising equipment and machinery

Roasting businesses the world over rely on the same equipment and machinery – especially the roaster itself. But there is more to consider than just power supply and batch capacity.

“You need to think about how to best position your machine within your facility,” Giorgio says. “This helps to optimise energy consumption, reduce emissions, ensure safe product handling, protect people working in the roastery, and last but not least, prolong the lifespan of the machine and other equipment.”

Once a roaster has been purchased and installed, business operators can focus more on other key pieces of equipment that they want to upgrade. Every roastery will have different needs, so working closely with equipment manufacturers and distributors can be valuable.

“When designing and creating a new or updated facility, we must take into account key information about how the roaster operates,” Giovanni says. “It’s important that we can customise the experience for every client based on their business needs – even including how many origins they source from.”

Larger roasters, for example, will often install silos to store green and roasted coffee, whereas smaller-sized operations may only need to use plastic containers – so designing the space around the right kind of equipment is important.

Moreover, scaling a coffee roastery inevitably means that operators may need more grinders, destoners, and weighing or filling machines, as well as additional space for packing and shipping orders.

Installing and positioning equipment correctly

It goes without saying that roasters need to make sure their equipment is installed and fitted correctly – so relying on the expertise of equipment manufacturers is invaluable.

“Working with IMF technicians can help to avoid careless mistakes that could cause serious damage to the equipment or the facility,” Giorgio explains. 

Once machinery has been installed in a coffee roastery, it’s often very time-consuming – and sometimes expensive – to rearrange or adjust equipment. With this in mind, setting up an upgraded roasting facility relies heavily on understanding how to design the space so that efficiency and workflow are prioritised.

Most roasters will want to upgrade their facilities and equipment at some point in their careers, and there are many factors to consider to do it successfully.

Working with equipment manufacturers and distributors can often be one the most effective ways to plan and design an upgraded roasting space. In doing so, roasters can better understand how to prioritise their needs as effectively as possible.

Enjoyed this? Then read our article on why roaster manufacturers need to provide global support services.

Photo credits: IMF Roasters

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